Media personality and music industry commentator MC Portfolio has appealed to the board of the Telecel Ghana Music Awards (TGMA) to broaden the criteria used in assessing the impact of songs, cautioning against an overreliance on digital streaming numbers.
Speaking in an interview with Kwame Dadzie on Hitz FM on Monday, January 19, 2026, MC Portfolio argued that while digital platforms such as Spotify and Apple Music have become increasingly important in measuring music performance, they do not fully reflect how songs connect with the wider Ghanaian audience.
According to him, many music consumers in Ghana engage with songs outside digital platforms, making it necessary for award organisers to consider what he described as the “on-ground effect” of music.
“We should not only look at digital streams. There are people who are not on Spotify or other platforms but still actively consume music,” he said. “We need to find a place to measure the impact of music beyond just streams. The on-ground effect of songs should be factored in.”
MC Portfolio explained that the Ghanaian music ecosystem remains unique, with a large portion of listeners accessing music through radio, street play, public transport, events, clubs, and social gatherings. He warned that relying solely on digital metrics risks excluding a significant segment of the audience whose engagement cannot be captured online.
He acknowledged that music consumption patterns have evolved significantly in recent years, particularly with the growth of digital distribution and streaming services. However, he stressed that Ghana’s digital transition is not yet complete, and gaps still exist between online metrics and real-world influence.
“In as much as we are trying to over-digitalise things, there is still a disconnect,” he noted. “If we base everything on digital numbers alone, we may be leaving out people who genuinely connect with and support the music but are not counted in those statistics.”
MC Portfolio’s comments come amid ongoing debates within the music industry about fairness and transparency in award adjudication, especially as digital streaming increasingly shapes nominations and winners.
During the interview, the broadcaster was also asked about his stance ahead of this year’s Telecel Ghana Music Awards, particularly after his vocal support for King Paluta during the previous awards season.
He clarified that he would not actively campaign for any artiste this year, stating that his past support was offered voluntarily and not based on any formal arrangement with artistes or their management teams.
“Over time, I’ve done it voluntarily,” he said, explaining that his decision to speak in favour of an artiste is often driven by personal conviction rather than obligation. He added that any future involvement in campaigning or advocacy would depend on proper engagement with stakeholders and artiste management.
MC Portfolio’s remarks have reignited discussions about how music success should be measured in Ghana, with many industry observers agreeing that a balance between digital data and real-world impact could lead to a more inclusive and representative awards system.
As preparations continue for the 2026 TGMA, his call adds to growing pressure on organisers to review and possibly expand the metrics used to define musical impact in the country.
